Comments on: Why data and marketing must work closer together http://www.smallbizpod.co.uk/blog/2010/01/22/why-data-and-marketing-must-work-closer-together/ The small business blog of SmallBizPod - inspiration and practical advice for entrepreneurs Tue, 25 May 2010 08:40:52 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Kevin Partner http://www.smallbizpod.co.uk/blog/2010/01/22/why-data-and-marketing-must-work-closer-together/#comment-151922 Kevin Partner Mon, 22 Feb 2010 15:03:56 +0000 http://www.smallbizpod.co.uk/blog/?p=4073#comment-151922 I'm not sure how many small businesses have "data" departments! Or departments of any sort, to be honest. The most unforgivable example of not "closing the loop" with marketing is those who run Google Adwords without enabling Conversion Tracking. You might as well throw fivers into the wind and save yourself some trouble. By enabling tracking, you can run a/b experiments and, in very short time, establish a winner. That winner can then be split tested against a new version. Without tracking, you end up focusing on those metrics you CAN see - in other words impressions and clickthroughs. That's the fast track to bankruptcy! I’m not sure how many small businesses have “data” departments! Or departments of any sort, to be honest.
The most unforgivable example of not “closing the loop” with marketing is those who run Google Adwords without enabling Conversion Tracking. You might as well throw fivers into the wind and save yourself some trouble.
By enabling tracking, you can run a/b experiments and, in very short time, establish a winner. That winner can then be split tested against a new version.
Without tracking, you end up focusing on those metrics you CAN see – in other words impressions and clickthroughs. That’s the fast track to bankruptcy!

]]> By: Victor http://www.smallbizpod.co.uk/blog/2010/01/22/why-data-and-marketing-must-work-closer-together/#comment-151911 Victor Tue, 09 Feb 2010 16:05:36 +0000 http://www.smallbizpod.co.uk/blog/?p=4073#comment-151911 Having the right data is crucial for any marketing campaign, otherwise you're just flying blind and wasting money. Often times, not properly storing and reusing, you are leaving money on the table. Having the right data is crucial for any marketing campaign, otherwise you’re just flying blind and wasting money. Often times, not properly storing and reusing, you are leaving money on the table.

]]> By: Mike http://www.smallbizpod.co.uk/blog/2010/01/22/why-data-and-marketing-must-work-closer-together/#comment-151892 Mike Fri, 22 Jan 2010 09:50:49 +0000 http://www.smallbizpod.co.uk/blog/?p=4073#comment-151892 I agree with this post. Much of the so-called "data" will rest online in social networks, blogs and community forums. Mining, monitoring, analyzing and responding to this data is the new PR. Sadly, most companies just don't get new media, and most "social media gurus" make a bad name for the industry because they don't know what they're talking about. I agree with this post. Much of the so-called “data” will rest online in social networks, blogs and community forums. Mining, monitoring, analyzing and responding to this data is the new PR.

Sadly, most companies just don’t get new media, and most “social media gurus” make a bad name for the industry because they don’t know what they’re talking about.

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